Te swell of new iPhone 4S users,
combined with iOS 5 app updates, generated escalated app discovery
activity and peak download volumes for the top 200 apps.
The Fiksu App Store Competitive Index (which measures the average
aggregate daily download volume of the top 200 free U.S. iPhone apps)
continued its upward trajectory initiated during October when the iPhone
4S launched. The Index peaked at 5.65 million downloads per day in
November; a 15 percent increase over October's previous record high of
4.91 million daily downloads. By comparison, app download volumes in
November 2010 were 83 percent lower, illustrating the enormous demand
for and growth of mobile apps in just twelve months.
The Fiksu Cost per Loyal User Index remained steady in November, down
just four cents to $1.43 from October's $1.47.
"Unlike
October's intermittent spikes in downloads and costs, November saw a
steady increase in demand for app downloads without any notable
fluctuations in mobile app marketing costs - even over Thanksgiving
weekend," said Micah Adler, Fiksu's CEO. "Signs indicate that app
marketers have become savvier about planning and executing their ad
spends during seasonal periods to avoid paying premium prices for
acquiring users. In fact, November presented them with a somewhat unique
opportunity to add more users at costs that were actually below
October's."
The Fiksu Indexes measure monthly fluctuations in competition for rank
in the app stores, and the cost to acquire loyal users(1), helping
mobile app marketers benchmark their performance against industry
averages.
Data for the Fiksu Indexes was sourced from more than 7.6 billion mobile
app actions - such as app launches, registrations and in-app purchases -
and more than 156 million downloads recorded by apps marketed via the
Fiksu for Mobile Apps user acquisition platform.
